Client Overview
Our client is an intelligent automation platform combining AI, machine learning, and robotic process automation to help enterprises automate complex business processes and accelerate digital transformation. They operate across US and APAC with strong traction in banking and financial services, manufacturing, retail, and telecommunications.
The Challenge
Despite strong top-of-funnel visibility through organic and paid channels, most opportunities were coming from mid-market accounts. Enterprise pipeline growth was lagging, even with a mature demand engine in place.
For a company at this stage of growth, that gap mattered. Enterprise accounts represent larger deal sizes, longer relationships, and a fundamentally different level of market credibility. Leadership wanted to test whether a focused account-based approach could unlock enterprise-level acquisition. As a sales-driven organisation, they also needed a framework that would bring marketing and sales into genuine alignment around shared enterprise goals, with clear ownership at every stage of the funnel.
What We Did
We designed and executed a five-month ABM pilot centred on identifying and engaging enterprise accounts showing early buying intent within the client’s owned ecosystem. First-party intent data became the anchor of the pilot because it reflects actual behaviour within the client’s ecosystem, making it a far more reliable indicator of genuine buying intent than broader third-party signals. The motion ran across two phases: strategy design and execution.
Building the Strategy
We started by going deep into what was already working, and where enterprise engagement was falling short.
- Aligned with leadership on revenue goals and regional priorities across Singapore, Malaysia, Australia, Indonesia, and India, with BFSI as the primary industry focus
- Collaborated with Sales to identify gaps in lead quality, analyse lost deals, and sharpen the definition of the ideal enterprise profile
- Reviewed intent activity from lost accounts to uncover re-engagement opportunities and recurring friction points
- Interviewed existing enterprise customers to understand buying behaviour, evaluation criteria, and content preferences
Intent identification
Using first-party intent data, we identified 40 enterprise accounts within the BFSI sector showing early buying activity based on:
- Multiple website visits, three or more within 90 days, including visits to product, pricing, and demo pages
- G2 activity including solution and product page views
- Engagement with LinkedIn posts and ads
- Email opens and content downloads including whitepapers, case studies, and guides
Accounts were then categorised by intent depth, industry, and region:
- 8 high-intent accounts moved into 1:1 personalised plays
- 32 mid-intent accounts moved into 1:few cluster-based plays
The ABM playbook
With the account list defined, we built a complete playbook covering:
- 1:1 workflows for high-intent enterprise accounts
- 1:few cluster plays segmented by region and industry
- Messaging frameworks and content mapped to each buying stage
- Marketing and sales coordination workflows
- Channel strategy across email, LinkedIn DMs, and LinkedIn Ads
Execution and Orchestration
For the 8 high-intent accounts, we went deep.
- Conducted account research to uncover automation priorities and compliance challenges specific to each organisation
- Mapped key personas including decision-makers, champions, and influencers, and built messaging around their individual goals and blockers
- Developed personalised assets including industry playbooks for automation in BFSI, case studies of similar enterprise transformations, ROI benchmarking templates, and competitive comparison sheets
- Executed coordinated multi-channel campaigns across email, LinkedIn DMs, and account-based LinkedIn Ads
- Used engagement behaviour and AI-driven scoring to prioritise outreach and keep Sales focused on the right accounts
- Partnered with Sales on post-demo enablement content to accelerate deals already in motion
For the 32 mid-intent accounts, the approach was built for scale.
- Designed region and industry-specific campaigns for BFSI organisations across Singapore, Malaysia, Australia, Indonesia, and India
- Combined email, LinkedIn DMs, and targeted LinkedIn Ads tailored to each intent stage
- Built scalable assets including industry guides, transformation blueprints, and ROI frameworks to build awareness and trust
- Monitored engagement signals to move high-performing accounts into 1:1 personalised tracks when ready
The Results
In five months, the pilot delivered what the leadership team needed most: a validated proof that a focused ABM motion could open enterprise doors that a broad demand engine simply could not reach.
- $1.7M in new enterprise pipeline generated from 14 qualified opportunities across BFSI accounts
- 63% conversion of high-intent accounts, 5 out of 8
- 28% conversion of mid-intent accounts, 9 out of 32
- 35% overall account-to-pipeline conversion rate
- 25% shorter sales cycles driven by stage-specific follow-ups and enablement
